This thesis aims to examine whether Amazon is a catalyst or competitor to its third-party vendors and sheds conceptual light on e-tailers in the German region to form a future outlook and strategic implications once the pandemic is overcome. After analyzing various scholars in this field, the author conducted four in-depth semi-structured interviews as well as four qualitative written surveys with third-party sellers in Germany.
Using qualitative content analysis, the data from the interviews were coded and statements were categorized. By investigating the chances and risks of selling on the marketplace in times of COVID-19, this paper assesses whether selling on Amazon is a long-term business model. In conclusion, the findings indicate that Amazon’s entry into e-tailers’ niches does not seem to affect German sellers as much as expected based on current literature. Moreover, even though the market is rather saturated and issues in the global supply chain caused delivery delays, third-party sellers recorded a strong increase in business performance, benefiting from both the pandemic as well as Amazon marketplace.
Recent literature emerged addressing online sellers’ concerns about Amazon copy-ing their products and therefore the studies analyzed the effects Amazon’s entry had on those sellers. However, third-party sellers may enjoy a vast number of benefits from selling on Amazon’s platform such as access to a large customer pool or fulfillment options which are not available on other e-commerce platforms. Furthermore, global disruptions induced by COVID-19 affected businesses in the past three years.
Inhaltsverzeichnis (Table of Contents)
- Abstract
- Table of Content
- Introduction
- Problem and Mission Statement
- Structure
- Literature Review
- Amazon's Value Capture through its Ecosystem
- Value Creation through Coopetition
- Marketplace as an Ecosystem
- Amazon's Entry into E-tailer's Product Space
- Defense Strategies for Third-Party Sellers
- Influence of COVID-19 on E-Commerce
- Research Gap
- Amazon's Value Capture through its Ecosystem
- Methodology
- Research Design
- Sample and Data Collection
- Interview Guide
- Data Analysis and Credibility
- Results and Discussion
- Business Models on Amazon Marketplace
- Benefits
- Risks
- Strategies to Mitigate Risks and Sell Successfully
- Influence of COVID-19 on Third-Party Sellers
- Market Saturation and Future Outlook
- Practical Implications and Recommendations
- Limitations and Future Research Approaches
- Conclusion
- References
- List of Appendices
- List of Figures
- List of Abbreviations
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis investigates whether Amazon serves as a catalyst or competitor to its third-party vendors, specifically focusing on German e-tailers. It examines the impact of Amazon's entry on the German market and analyzes how third-party sellers have adapted their strategies in light of the global disruptions caused by COVID-19.
- Amazon's role as a catalyst or competitor for third-party sellers
- The impact of Amazon's entry on the German e-commerce market
- The influence of COVID-19 on e-commerce and third-party sellers
- The benefits and risks of selling on Amazon Marketplace
- Strategies for third-party sellers to mitigate risks and achieve success on Amazon
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces the thesis topic, outlining the problem statement and research questions. It also presents the structure of the thesis.
- Literature Review: This chapter delves into existing research on Amazon's ecosystem, focusing on value creation through coopetition and the impact of Amazon's entry on e-tailers. It analyzes the role of marketplaces as ecosystems and explores defense strategies for third-party sellers. The chapter concludes by examining the influence of COVID-19 on e-commerce and highlighting the research gap addressed by this thesis.
- Methodology: This chapter details the research design, sample selection, data collection methods, and data analysis techniques used in the study. It provides insights into the interview guide and discusses the credibility of the findings.
- Results and Discussion: This chapter presents the results of the research, analyzing the business models of third-party sellers on Amazon Marketplace. It explores the benefits and risks associated with selling on Amazon, including strategies for mitigating risks and achieving success. The chapter also examines the influence of COVID-19 on third-party sellers and discusses the market saturation and future outlook for the German market.
- Practical Implications and Recommendations: This chapter draws practical implications from the findings, offering recommendations for third-party sellers based on the research.
- Limitations and Future Research Approaches: This chapter acknowledges the limitations of the study and suggests potential areas for future research.
Schlüsselwörter (Keywords)
The primary keywords and focus topics of this thesis include Amazon Marketplace, third-party sellers, coopetition, e-commerce, and COVID-19. The study examines the dynamics of the Amazon ecosystem and its impact on e-tailers, particularly in the German market, with a specific focus on navigating the challenges and opportunities presented by the pandemic.
- Quote paper
- Tran Tu Anh Hoang (Author), 2022, Amazon Marketplace. A Catalyst or Potential Competitor?, Munich, GRIN Verlag, https://www.grin.com/document/1353269
